The Ultimate Guide to Facebook Click-to-Messenger Ads 2019 [Updated]

8 min read
Messenger image

Table of Contents

Step 1: Define a Messenger Marketing campaign goal
Step 2: Create a flow to support your campaign goal
Step 3: Set up the Click-to-Messenger ad campaign
Step 4: Create the ad and link to your flow
Click-to-Messenger ads - Conclusion

In 2019, Click-to-Messenger ads are one of the fastest-growing Facebook ad formats. In this complete and actionable guide, we’ll show you why, and how, you can become a master at using them for your Messenger Marketing campaigns.

Are your Facebook ads not performing? By the end of this guide, you'll have learned how to run Click-to-Messenger ads that perform and convert. And how they can get you warm leads as cheaply as (in our case) €1.59 per lead, so stay tuned!

Increasingly, businesses are using Messenger, for a variety of goals - after all, customers who engage in a conversation with a brand are nearly three times as likely to complete a purchase.

Most businesses use Messenger to:

  • Connect and converse with their audiences
  • Streamline their customer journeys
  • Generate leads

To achieve this, you first need to guide people to your Messenger inbox. The Click-to-Messenger ad format lets you drive traffic directly into Messenger.

This ad type can be placed across all of Facebook’s family of apps and services.

Some possible placements include the Instagram or Facebook news feed, and Instagram, Facebook and Messenger stories.

If you already advertise your business on Facebook, you’re probably aware of how well Facebook’s ads manager lets you reach your target audience.

Setting up lookalike or custom audiences allows you to hypertarget your Facebook ads, for instance.

Using Click-to-Messenger ads with customized flows allows you to maximize click through and conversion rates, as well. Not to mention considerably boosting your return on ad spend (ROAS)!  

Click-to-Messenger-ad-in-action
How it works

Today, we’ll be running you through some best practices on how to use your Facebook Messenger chatbot to set up a Click-to-Messenger campaign that converts.

We’ll also show you an example on how I AM POP uses Click-to-Messenger to generate leads.

Step 1: Define a Messenger Marketing campaign goal

Whether you’re trying to build brand awareness, generate leads, sell products, or expand your email marketing list, start off your campaign by defining a clear goal. This will help you plan your campaign and track results more easily.

Build brand awareness
If your goal is building brand awareness, create a unique, conversational Messenger experience, using quick replies to guide users through your flow. Get creative and set up something that will really amaze your audience.

Generate leads
If you’re looking to generate leads, make sure you add an email address capture component to your flow. Not only will this help you grow your email list, you can also use these email addresses to create custom and lookalike audiences for your next ad campaigns.

Sell products or increase web traffic
Looking to sell more products or drive traffic to one of your landing pages? Make sure you use strong calls to action in your flow to optimize the amount of user clicks you get.

In general, you want your Messenger Marketing campaigns to follow these three steps:

3-Step-Messaging-Strategy-Visual
A 3-step messaging strategy visualized

Step 2: Create a flow to support your campaign goal

Our use case
At I AM POP, we wanted to drive traffic to our main website and get people to create an account.

We could have set up a Facebook ad linking directly to our website. But we have a lot of first-hand experience with Messenger Marketing, how it can be used to get people to act, what works, and what doesn’t.

We decided to create a flow that showcases the power of Facebook Messenger Marketing by drawing attention to what it was doing.

It got pretty ‘meta’ - basically it became an ad talking about being effective as an ad in the 1st person. But it's been very effective so far.

Click-to-Messenger-ad-I-AM-POP
An ad talking about how well it's doing

Here’s a link to our Facebook ad. Click the ‘Send Message’ button to start the flow, which we designed to drive traffic to either our main website or one of our blog posts.

Alternatively, click here and open the flow directly.

In the past 24 hours, this campaign has seen a 30% CTR, with a whopping 66% of people that clicked converting to users by logging in to I AM POP and creating an account - a conversion rate of 20%.

This conversion rate has been averaging at about 16% for the entire campaign, since it takes some time for Facebook’s advertising algorithm to build up steam and optimize the target audience for engagement. Design your ad sets well, and you’ll see your ads’ relevance scores improve over time!

If you’re in need of inspiration as to what flows you could use to support your campaign goals, make sure to check out our recently revamped and continuously updated Featured Flows gallery.

If you’d rather start building from scratch, here’s the complete guide to our Chat-editor.

Need help creating the perfect flow for your campaign goal? Get in touch with our Customer Success team for some one-on-one strategic advice. Just send an email to hello@iampop.com.

Step 3: Set up the Click-to-Messenger ad campaign

Go to Facebook’s ads manager, create a new campaign and select the ‘Messages’ objective to get started.

Selecting-the-Messages-objective-Facebook-Ads-Manager
Selecting the Messages objective in the Facrebook Ads Manager

Next, make sure you select the Click-to-Messenger ad type and set up your preferred target audience - the other option here is Sponsored Messages. In case you’re still a Facebook ads beginner, check out this great guide to Facebook Ad Targeting Optimization.

Select-Click-to-Messenger-ad-type
Selecting the Click-to-Messenger ad type

The next step is selecting the ad’s placements, i.e. where the ad will be shown. You can check the Instagram feed and Instagram stories checkboxes, for instance, to have the ad displayed on those platforms as well.

Selecting-your-Click-to-Messenger-ad-placements
Selecting your Click-to-Messenger ad placements

This entails that people who view your ad in their Instagram stories can swipe up and will be sent to the Messenger app, directly.

Finally, select the ad’s budget and schedule, and you’re ready to start creating the actual ad.

Start creating your ad by choosing the correct Facebook page and Instagram account. Choose the ad format (carousel, single image/video), upload your visual assets and fill out the ad’s primary text, headline, and description copy.

Make sure you select a strong CTA that ties into your ad campaign. We suggest using the ‘Send message’ CTA by default, so people understand they will be interacting with you on Messenger.

Choosing-a-Call-to-Action-for-your-ad
Selecting a CTA for your ad

Next up, we’re going to link the ad to your custom flow. In the ‘Messenger setup’ section, go to the ‘Custom’ tab, select ‘Custom welcome message’ and click ‘Create message’.

Here, you can set up the first message people are sent when entering the Messenger channel and add buttons/Quick Replies for these people to click or tap.

We suggest using a Quick Reply like we did in our ad. To connect the ad to your custom I AM POP flow, choose ‘Connect your bot’ in the Quick Reply box.

This way, when people click or tap the Quick Reply, it will trigger your flow.

Selecting-a-Quick-Reply-as-suggested-customer-action-and-connecting-your-bot
How to connect your bot to a Quick Reply

You can add more Quick Replies, too, of course, and have each one link to a different custom flow.

Note that the ads manager is rather basic, and you won’t be able to catch all responses, like you can with I AM POP’s chat-editor.

This means that, if people start typing messages instead of tapping the Quick Reply button, your flows will not trigger.

Make sure you bear this in mind while drafting the copy of the initial message. Consider using this first message to draw attention to the Quick Replies below.

Draw-attention-to-Quick-Replies-and-connect-them-to-bot-with-payload
Make sure to draw attention to your Quick Replies

Next, we’re going to need to connect the Quick Replies to a custom flow by copying the flow’s unique payload.

Simply open the flow you want to trigger with the Quick Reply button in your I AM POP dashboard, and click on the ‘More options’ menu at the top right of the Chat-editor.

Get-payload-option-in-chat-editor
Where to get a flow's payload

This opens a pop up with the Flow’s payload.

A-flows-unique-payload
Copy the flow's unique payload

Copy this into the ‘Bot payload’ box in the Ads Manager and click Finish to finalize the process. Your Click-to-Messenger ad is now good to go!

Make sure you Preview it in Messenger to check the entire user experience and streamline it so it supports your campaign goal.

Click-to-Messenger ads - Conclusion

If your business already uses Facebook and its ads to generate leads, but you aren’t using the Click-to-Messenger ad type yet, you are missing out on some amazing opportunities.

It’s an insanely powerful conversion tool, when used correctly. For a normal Facebook traffic click ad campaign, you can expect around €3 to €5 cost per click. Our Click-to-Messenger ad has only been costing us around €1.59 per opened Messenger conversation.

Click-to-Messenger-ad-statistics
Our Click-to-Messenger ad statistics

Out of the 100 above Messenger conversations, around 16% will convert to I AM POP users.

That’s a CPA of less than €10.

In 2019, the average customer acquisition cost for paid search across industries is $49.86 (€45) - so we’re doing pretty well here.

Considering that, for software products, this cost lies at $395 (€358) we’re betting all our money on the ROI that Click-to-Messenger ads offer.

Regardless of conversion rates, using the Click-to-Messenger ad format to generate leads is just as powerful. Simply add an email collection component to your flow to build your email list of warm leads.

Retarget these leads through your regular email marketing campaigns, or use them to create custom or lookalike audiences, to optimize your next Click-to-Messenger ad campaign!

To really optimize the efficiency of the ad, try running a Comment-to-Messenger campaign over it, at the same time. This doubles the entry points into Messenger, and adds another incentive for Facebook users to engage with the post.

As the current shift towards private messaging continues, Facebook Messenger ads should be an integral part of any Facebook ad campaign strategy.

If you have any questions on how to get started, or need help strategizing, please don’t hesitate to get in touch, as we’re happy to advise!


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Or why don't you connect to I AM POP directly through Messenger at https://m.me/iampophq


Jonas van de Poel

Customer Success & Content Marketer at I AM POP. Poet, linguist, polyglot and wordsmith armed with fountain pen and ergonomic keyboard. Wears shades at night. Dreams in breakbeat at 174 bpm.